The Moving picture world (July 1924-August 1924)

138 MOVING PICTURE WORLD July 12. 1924 formances. There is also the half formed belief that shows are cut down for the Summer. A display such as this gives emphasis to the idea of quality, makes the reader feel that an exceptional program has been provided and leaves him with the belief that he cannot well afford to lose these presentations through devotion to the radio or the front stoop. Such a display will bring more to the house than most managers will be . willing to credit, and it is easily the most valuable single piece of advertising that has been done on the Washington theatrical page in a long time. If you have good attractions booked, take special space to assure your own patrons that the Winter standard will run through the summer months. Sells This Feature Mostly Through Talk Although there is considerable cut surface in this appeal for The Age of Desire by the Rialto Theatre, Fall River, Mass., most of the selling will be done through the two banks of small type to the left of the cut. The cut is lacking in appeal and serves merely to bring the eye to the space, but the talk will suggest a good play. We do not like the small liner to the right of the exclamation point, which reads: "I'm good for nothing, but my mother's to blame for that." This is trite and unappealing, but the other banks suggest a vital theme and tell the argument with a straight appeal that RIALTO 4 — DAYS 4 SUNDAY MATINEE MARY PHILBIf. MYRTLE STEDMA WILLIAM COLLIER. It's a cry from a mother's heart ADDED ATTRACTION MONDAY TUESDAY WEDNESDAY GLADYS HULETTE In "THE NIGHT MESSAGE" Announcement ! In Addition to Our Regular Performance WEDNESDAY EVENING ONLY APRIL 16ik A First National Release SELLING WITH TALK is more effective than one in which the appeal is overstated. It would be possible to put in a dozen adjectives and utterly spoil the sales, but this stuff reads sincerely, and wins the attention even though the small scene sketch suggests the usual swimming pool foundation of so many would-be sensational stories. This example was late in coming in, dating back to April, and Lent, and the lower panel shows an oddity in that it added to the program for one eve ning a locally produced morality play as a part of the program. This works in all the local names, and probably sold the house to an exceptional business. There are numerous plays of this type to be had from the Baker Company and others, and it offers a good suggestion for the next Lenten season. If you start in early enough you can sell some church society on the idea and not make money from the immediate performance but ride on the distinction the stunt will bring the house. Tuck this away in your memory and dig it out along next January. It will be money in the box office. Helped the Mayor Out in Hamilton, Ohio, the Mayor has been on a rampage for the enforcement of the tail light ordinance. Fred S. Meyer, of the Palace Theatre, had Lights Out booked, so he thought he would help the Mayor and his attraction. Baggage tags were printed with "It is unlawful to park your car all night with Lights Out. Your tail or parking lights must be on. Don't fail to see Lights Out at the Palace tonight, tomorrow, Saturday. It's the jolliest of crook comedy dramas." It looked official and it did not have the boomerang effect of the summons. It made people laugh instead of swear, and that was far more helpful. Makes Effective Ad From the Press Book Frank H. Burns,' of the Beacham Theatre, Orlando, Fla., used press book material for a display on The Dawn of a Tomorrow, which was used for the reopening of the house after a brief shut-down for renovation. He does not follow the plan book style, but makes his own rearrangement to suit the space he is taking, and gets a cap A Glorious Burst Of Sunshine To Celebrate Our Gala Reopening www GEORGE MELFORD JACQUELINE LOGAN DAVID TOKRfNCE RAYMOND GRIFFITH Tomorrow And Tuesday A Paramount Release A REMADE PRESS BOOK AD ital effect in four elevens, a little larger than his usual space. The Orlando is off the beaten track and during the period of closing the street was so deserted that the local paper ran an editorial comment on the condition with the suggestion that the theatre was doing good work in building up that section of the town. It was a decided compliment to the house and of real value in establishing the value of the theatre as an institution. Jazz Copy Matches Galloping Fish Cut Getting good copy to match the sprightly cut for The Galloping Fish, the Riviera Theatre. Anderson, Ind., turns out a consistently good advertisement for this Ince production. Setting the talk in graduated sizes of type Thos. H. lnce's Laugh Hit ' ■ ■ rl ■ fc— Boy, they haven't missed a thing that spells laugh from start to end. • Sidney Chaplin, Louiae Fazenda, Ford Ster <£, r ling and the fish are the headliners of this comedy drama extraordinary. GALLOPING FISH A First National Release TALK MATCHES CUT gives four banks of chatter, each of which is distinct from the others, though well connected. The same copy all set in the same size type would suggest too much reading matter and might be skipped, but there are only two or three lines to the bank, and at least one will be read. If it is, the rest will be gone over because the light talk is of greater interest than a ponderous and pompous "best ever" style of appeal. Here the style matches the cut and the cut works to the copy, each helping the other out. It's apparently mostly plan book, but the copy is well selected and the layout is good. Holding Readers Frank H. Burns, of the Orlando Enterprises, gets out a nice looking house organ for that Florida string. To hold the readers he has revived an old idea. Each issue carries a numbered coupon, corresponding to the issue number. Any five coupons, consecutively numbered, will admit the holder to any matinee except Saturday. This ensures the issues being held until five have accumulated, and also guarantees that the patrons will see to it that they get every issue, since a dropped issue means a break in the run of the numbers. It has one poor angle in that it leads the children to hog the issues, but it has proven about the most efficient scheme yet devised, and it is working well for the Beacham.